Illustrating and Analyzing Your Marketing Architecture

By David Crane

March 24, 2015

The marketing technology landscape is crowded. And the proliferation of martech solutions isn’t showing any signs of slowing down. In fact, Scott Brinker’s annual Marketing Tech Landscape Supergraphic grew by 98% to 1,876 vendors between 2014 and 2015.

While the explosion of marketing solutions presents vast opportunities for marketers, identifying the right martech investments has become a daunting process.

Solution identification became a bit easier a couple weeks ago when Heinz marketing published the Marketing Tech Landscape Directory (an Excel spreadsheet of all supergraphic vendors) to enable easy vendor sorting and tracking via 43 categories and subcategories. It’s a great resource and I highly recommend downloading it.

Today, Integrate is releasing another resource to further enable marketers to make informed technology decisions: The Marketing Tech Blueprint Workbook.

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Marketing Tech Reality Check

By Triniti Burton

In less than two weeks, thousands of fellow marketers and I will head off to San Francisco and Vegas for MarTech Conference and Oracle Modern Marketing Experience, followed by Marketo Marketing Nation Summit just two weeks later. We’ll submerse ourselves in the experience of the most innovative and advanced aspects of marketing today. Keynote speakers will inspire and session presenters aim to impress. Marketers will share stories of grand accomplishments using innovative technologies.

It might be easy to walk away with the feeling that all of marketing is connected, automated…a smooth running machine. That our decisions are always predictive and our data always accurate. But don’t be fooled. This movement towards automation is very much a journey… one on which many of us have made some progress and a few have taken great strides.

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Communications: It Does a Marketing Career Good

By Scott Vaughan

March 17, 2015

This Part 3 of a 4-part blog series highlighting key skills to advance your marketing career.

In this series’ previous two blogs, I’ve explained the importance of embracing marketing technology and utilizing customer insights to build a successful modern marketing career.

Building on those two disciplines, the next marketing career building block is communications. In this context, communications is two-way – listening for insights and the ability to package and deliver value, inspiring or motivating people and communities to take action.  This must occur first and foremost with your prospects and customers through the diverse channels they frequent.  And, in today’s social media-driven world, this also means communicating with influencers and stakeholders that your constituencies trust and value.  

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Why Demand Gen Marketers Need To Automate Media Partner Management

By David Crane

We marketers are incredibly diligent about refining prospect data once it’s inside our marketing systems. Lead nurturing, scoring and predictive analytics tools have turned us into physicists with our data. And we continually strive toward that perfect equation to build stronger customer relationships.

However, we all too often cast a blind eye to the disorderly and sluggish processes by which we manage numerous media partners to acquire the all-important prospect data used to fuel our demand gen engines.

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Customer Knowledge Is Power For Your Marketing Career

By Scott Vaughan

March 10, 2015

This is Part 2 of a 4-part series dedicated to the critical requirements of a successful marketing career in 2015. You can see part 1 on marketing tech here.

I’d like to pose two questions to my marketing colleagues

     1. How important do you believe customer knowledge is to your marketing success?

     2. How often do you meet or talk with your prospects and customers?

My guess is that most marketers said “very important” to question #1, and “not often, if at all,” to question #2. This incongruence is not unusual for most marketers.

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Five9 Builds a Better Demand Engine [Customer Story]

By David Crane

To Five9’s Demand Marketing team, customer experience comes first. And the team ensures great experiences through an innovative mix of persona segmentation, content development and one of the most advanced marketing technology stacks I’ve seen.

All of which are strategically designed to obtain accurate and actionable data used to deliver relevant messages that impact the organization.

According to Doug Sechrist, Five9 Vice President of Demand Marketing:

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Optimizing a Career with Marketing Technology

By Mary Wallace

March 03, 2015

Not long ago, marketing was about the 4 Ps (product, price, place and promotion). It wasn’t about educating and engaging customers like it is today.  The change in marketing’s roles and responsibilities was led by the Internet – which shifted knowledge and power to the customer – and is now being propelled by marketing technology. 

Marketing capabilities are leading to specialization

Evolution is happening faster than ever, requiring more and more specialization.  That specialization is vital to a thriving marketing career. This is especially true for technical marketers who are responsible for the systems and data that power customer engagement.

They require a deep knowledge of how systems work and communicate with each other, and must understand the ways data should be stored to provide maximum accessibility and flexibility for use (e.g., analytics and segmentation). Additionally, they must have the skills to customize tech solutions and interpret the resulting data.

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27 Strongest Opinions On Dirty Data

By David Crane

February 26, 2015

Last week's tweet chat on the causes, consequences and approaches to preventing dirty data in customer acquisition pipeline resulted in hundreds of insights from many notable industry experts.

While it would require much more than a single blog post to summarize all the topics and opinions discussed, below highlights the six topics and 27 opinions that garnered the most consensus or debate.

1. The biggest obstacles to prospect data quality are complexity of sources and silos.

I’ve said it many times: marketing is evolving rapidly, and with this transformation comes much specialization and the inevitable silos. It was nice to see that I’m not alone in my views; there seemed to be wide-held concern for the compartmentalization of data and the need for standardization to raze growing barriers between and within departments.

When asked about the biggest challenges to ensuring accurate data, almost all responses agreed with these tweets:

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Getting Inside The Mind of Sales: Why It Matters to Marketers

By Kyle Gale

February 24, 2015

Before assuming my current role at Integrate (sales and marketing ops), my career focused strictly on sales and sales management. My journey to ops was a slow evolution, during which I witnessed and learned greatly from the many struggles that typically characterize the sales-marketing relationship: miscommunication, systems limitations, misaligned objectives, and most importantly, inaccurate perceptions of the other side. Without the multi-disciplinary knowledge I’ve acquired, I couldn’t do my job effectively, nor could many of the marketing execs and CMOs who have towed both sales and marketing lines during their careers.

Sales’ perspective of marketing – the worst case scenario 

During my time in sales at several companies, I heard mentions of marketing teams, but I was never quite sure what they did. A common, almost rhetorical question often thrown around between sales reps was, “What is it that marketing does?” …as if to imply that they sat around all day doing nothing except maybe trying to come up with a catchy tagline.

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3 Steps To Solve Demand Gen and Marketing Ops Misalignment

By Justin Eisner

February 20, 2015

Whether it’s about IT and marketing (namely the CIO and the CMO) or growing dissent between sales and marketing, everywhere you turn seems to be another piece of content trying to shed a light on changing dynamics and the need for alignment.

I’m not disparaging such conversations, they’re obviously important. Yet, such interdepartmental emphasis distracts from intra-marketing alignment issues, a problem of that grows day by day.

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